Marcus Dutton

Michael Hjorth

Kai Wang

History• The company began life as a tobacco manufacturer and distributor, A

mer-Tupakka, in 1950.

• In 1986 Amer established a sports division after acquiring a majority stake in the golf equipment maker MacGregor from Jack Nicklaus.

• In 1989 Amer acquired the Chicago-based Wilson Sporting Goods Company, a leading producer of golf clubs, racquets and other sporting equipment, marking a major change in strategy for the company.

• Further acquisitions followed in the shape of the Austrian ski manufacturer Atomic in 1994 and the Finnish sports instrument maker Suunto in 1999.

• In 2002, Amer expands into fitness equipment by acquiring Precor Inc.

• In 2005, Amer acquired the outdoor sports company Salomon from Adidas for €485 million. In the same year, the company officially changed its name to Amer Sports Corporation.

Target market

• adults and children

• women and men

• winter and summer

• indoor and outdoor

• individual and team

Strengths

• Amer Sports provides equipment, technical apparel and footwear for a wide variety of athletic activities.

• Amer Sports is a year-round, full-service supplier.• Amer’s sales companies have experience and specialize

d expertise for lots of sports • Amer Sports sales organizations operate in 33 countries

around the globe.• First-class customer service and reliable, efficient and ti

mely supply chain management .

Brands

• Wilson The world's leading manufacturer of racquet and team sports equipment and one of the world's leading manufacturers of golf equipment.

• Atomic One of the world's leading manufacturers of winter sports equipment for alpine skiing, cross country skiing and snowboarding.

• Suunto The world's leading manufacturer of sports instruments, most notably wristop computers, diving instruments and compasses.

• Precor A full-line supplier of technically advanced, premium-quality fitness equipment for the commercial and home markets.

• Salomon is a significant player in action & outdoor sports equipment and is well-established in technical apparel and footwear.

Weaknesses- Strong sporting competitors

- Limited sports equipment provided

- Little marketing done

- Not many retail stores

Opportunities

• More celebrity endorsements

• Commercials

• Strong brand equity/loyalty

References

• http://www.amersports.com• http://en.wikipedia.org/wiki/Amer_Sports• http://www.suunto.com/suunto/main/index.jsp• http://www.atomicsnow.com/index.php?id=2&L• http://www.precor.com/• http://www.salomonsports.com/• http://www.wilson.com/wilson/home/index.jsp

Thank you